Microsoft and Nokia Begin Massive Marketing Push Behind Lumia 900

Lumia 900 Street Marketing

Hands on the Lumia 900

Microsoft set up an event in Madison Square Park on Monday to give people a chance to test the new Lumia 900 smartphone.

Lumia 900 Marketing Event in New York City

The phone -- manufactured by Nokia and powered by Windows software -- aims to differentiate the itself by highlighting its ultra-fast LTE network connection.

Faster LTE Network

Windows says the speeds are so fast that the LTE network will save users an abundance of time waiting for pages to load.

Window's HTC Titan II Smartphone

Testing the HTC Titan II device, which also runs on the LTE network.

Waiting to Demo

New Yorkers who participated in a two-minute demo of the new Lumia 900 device or HTC Titan II device, which also runs on the LTE network, were given a ticket to win “time-saver” prizes.

Play to Win

Those awarded special tickets could tap on an enlarged Lumia 900 touchscreen and win prizes that save them time.

Time-Saver Prizes

Prizes included a gift certificate to a local dog walker and having a member of the event staff wait in line for them at popular burger joint Shake Shack located behind the event space.

On the heels of putting on a free Nicki Minaj concert in Times Square on Friday, the big marketing push behind the Lumia 900 smartphone went into high gear this week in New York City.

To draw attention to the Nokia Lumia 900 — the first U.S. Windows Phone to boast a high-speed LTE network connection — Microsoft set up an event in Madison Square Park on Monday to give people a chance to check out the new device. The Lumia 900 (which costs $100 with a two-year contract) debuted on Easter Sunday and yesterday was listed as the number one smartphone on Amazon.

Nokia and Windows aim to differentiate the device in the marketplace by highlighting its LTE network connection, which is far faster than the iPhone's speed capabilities. New Yorkers who participated in a two-minute demo of the new Lumia 900 device or HTC Titan II device, which also runs on the LTE network, were given a ticket to win "time-saver" prizes.

Those randomly awarded special tickets could tap on an enlarged Lumia 900 touchscreen and win prizes that save them time, from a gift certificate for a local dog walker or having a member of the event staff wait in line for them at popular burger joint Shake Shack, located behind the event space.

"Since the LTE network is so fast, the event focuses on how the Lumia 900 saves you time with its fast speeds," an event coordinator told Mashable. "It's been a big success so far."

An event employee with a microphone also told people in the park that the device runs "much faster than the iPhone" and that it's the best phone on the market. Although the device launched on Sunday, it was reportedly difficult to purchase the Lumia 900 as nearly all 39 AT&T stores located near Times Square were either closed for Easter Sunday, according to the New York Times.

To create buzz for the launch, Nokia hired Nicki Minaj to put on a free live show in the middle of Times Square on Friday. She performed several songs on a Nokia-branded stage, surrounded by billboards that also promoted the new device. In addition to shout outs about Nokia and the Lumia 900, Minaj also filmed a remix of her hit song "Starships" that has already been watched more than 300,000 times on YouTube. Minaj also promoted her new album "Pink Friday: Roman Reloaded."

In addition, Nokia launched last week a nationwide marketing campaign called smartphonbetatest that lead up to the launch. The strategy implied that other smartphones were only in beta before the launch of the Lumia 900. However, the site appeared to suffer from poor planning — it counted down to zero several times before launch day, only to have more hours added to the clock each time.

What do you think of the marketing around the Lumia 900? Are you impressed? Let us know in the comments.

Mashable
is a global, multi-platform media and entertainment company. Powered by its own proprietary technology, Mashable is the go-to source for tech, digital culture and entertainment content for its dedicated and influential audience around the globe.